How do you approach building a new recruitment marketing campaign?

First, it’s important to understand why the hiring manager or recruiter has asked for a campaign. Recruitment marketing assistance is often requested when a posted job is either:

Hard to fill, or
Urgently needed.

Quality vs quantity of applicants also comes up often.

I created a form that recruiters fill out when they are submitting a campaign request that helps explain the need for recruitment marketing support. Fully understanding the main details of the role is step one. Once the baseline information is collected in the form, I can review the details and develop a campaign that will solve for the need. If anything is still unclear after reading through the form response, I will ask for an intake meeting with the recruiter or hiring manager.

A recruitment marketing campaign is built on both physical assets and strategies for utilizing those assets. I usually start with the strategy so that I know what assets need to be created. A strategy involves considering the “who what when where why” of the job that needs support.

Who is your target audience, and who can best reach that audience with the assets we develop?
What assets do we need to create, and what already exists?
When should we share them?
Where will these assets be shared?
Why does this plan solve the problem or meet the need?

Once the strategy is set, it’s time to create the assets that will be used to accomplish our goals. These could include graphic designs that advertise the job, videos about the company, copy for a post about the job, or budget for a paid advertisement, just to name a few. No two campaigns are ever exactly alike.

Finally, it’s time to deliver both the strategy and the assets along with a detailed description of how to use them and why they solve the problems that spurred the campaign request. Once the campaign goes live, it’s also important to track its performance, so that future campaigns can be improved based on the results.